Project Details
Problem:
- Client spending $30k per month on PPC.
- Conversion rates are high according to analytics
- Back-end sales numbers and profits do not support analytic data
Client keeps allocating more budget to Pay-per-Click because conversion rate is high, but bank account does not reflect these sales.
Client also complains of decreased organic rankings and sales over past 12 months.
Project Scope:
- Evaluate ecommerce system and set up
- Assess analytics, sales, flow-through, and margins to determine problems and solutions
- Improve sales environment, locate gaps in conversion and profit and correct
- Improve PPC and SEO sales to boost total revenue
- Project included:
- Website technical and aesthetic review
- PPC and SEO Audit
- Usability and Ecommerce Audit
- Sales and profit assessment
- 12-month SEO and PPC improvement campaign
Outcome:
- Discovered analytic problem and fixed
- True conversion rate was more than 90% less than previously reported
- Site visits were being duplicated
- Ecommerce tracking was not capturing source data properly
- 43% path-failure was detected (fallout before checkout)
- PPC was highly ineffective. Targets were not strategic
- Abundant untapped SEO opportunities
- Redesigned PPC campaign, improved click through by 63%, decreased spend to $18k per month
- Tied SEO strategy to PPC focus and implemented ongoing SEO growth plan
- Redesigned content architecture and path flow using SEO as a basis of our strategy
- Cleaned checkout process, and improved purchase completions by 34%
Cost and Final Results:
- Total Project 2 month discovery, plus 12 month SEO, PPC, Ecommerce improvements
- Total cost $120,000
- Resulted in average $87,000 per month increase in revenue
- Resulted in $12,000 per month savings in PPC
- Amounting to a NET gain of $99,000 per month or $1.19 Million in added annual revenue
